Defined by 416BC: Putting your logo/slogan in front of as many individuals as you can in a consistant way.

You should know by now that branding in business a key part of any business plan. You shouldn't need to look further than your TV to notice this. On your TV you witness dozens of ads put out by Pepsi, Coca Cola, and Nike. These entitys don't sit in front of you and try to go over with you why their product is better than their competitions during the 15 second commercial, their primary objective is merely brand reinforcement. All they are attempting to accomplish is get you grin and maybe express joy during their commercial.

Logos

Logos are one of those things where it really doesn't matter what the company designing your website thinks it should look like, it matters what you want it to look like. I mean really, what if they like pink and purple, but you want it to be an elegant black and white logo?

Getting a logo can get expensive, check out this list of million dollar logos! See that logo up there, the Starz logo? 25 MILLION DOLLARS! Obviously if some of the largest companies in the world think it's worth it to spend crazy amounts of cash on their logo, you shouldn't overlook yours. You don't have to spend that kind of money to get a decent logo. The reason it costs companies like that so much is they do a lot of field testing, focus groups and more to see what the public things of the new logo. This is all before they even decide on the final version.